Hat tip to Tony Vidler. This knowledge seems to have been percolating to the top of sales thinking for about the last five years. Some versions I have seen tackle the question of trust through argument - like this link - while others present data to justify the shift from 'hard closing' techniques towards trust-building approaches that are always sensitive to where the client is in their decision-making process. It's worth thinking about. I met a salesperson just the other day whose whole approach was just to ask. Gloriously simple, and if it works, sure... go ahead. But if you're finding you've reached the limited of 'just asking' and want to learn something more. This might be just the right next step.